Applying Usability Concepts to Your Content Marketing

In usability circles, the concept of red routes is used to help prioritize the most important features of a website’s interface, navigation, and organizational structure. Red routes are the actions taken most frequently by the biggest segments of your audience. They are similar, in some ways, to use cases. That is, for every website, there will be key goals that the majority of your audience wishes to accomplish, everything from finding your phone number to learning more about a particular product, to reading all information on the site related to a topic. And there are other tasks that will appeal only to a small percentage of your audience, and then only infrequently. Our goal, of course, is to make it easy for everyone who visits our site to do what they came to the site to do.